Marketing research is described as information collecting activities. It is important to inform organisations and managers on issues such as the effectiveness of advertising programs (promotion), the appropriateness of the pricing (pricing), the new good or service success (product adoption), the appropriateness of distribution (place) and the consumer decision-making processes (consumers). Marketing research helps managers to keep up with all the changes taking place in their markets so they can meet the needs of customers.
Marketing research has become increasingly complex and sophisticated in terms of the techniques and methods applied. Nevertheless, a manager should know the steps involved in a project, which are referred to as ‘the marketing research process.’
The marketing research process
Step 1: Define the problem, the decision alternatives and the research objectives
Step 2: Develop the research plan
Step 3: Collect the information
Step 4: Analyze the data
Step 5: Present the findings (The research report)
In step 2 the marketing managers decide the most appropriate and efficient way to gather the data, and to develop an appropriate budget to meet the research objectives. In this step budget would be consider. Which is the focus group and approach both affect the budget.
For qualitative approaches, the only way is observational research. For quantitative approaches, there are survey research, descriptive research and experimental or causal research.
In step 4 research should edit, code, tabulate, analysis and interpret the data which had been collect.
Step 3 is what we care in this blog, using which methods of contact customers. There are three methods for outside information. They are telephone research, online marketing research and interview. In these three, internet research is obviously cost less. And it also have other advantages, like no limited time period, data collected easily, objective and interviewer effects ban be controlled.
Besides outside information, companies also have internal records. It is also not cost too much. Companies generate a lot of information from accounting systems, budget systems, manufacturing schedules, etc. With the growth of management information systems, and the relative low cost of data, there is no excuse for organizations not being able to deliver information to managers. Although some data may need to be reprocessed into a form to suit a particular manager, the collection and distribution of information from internal records is relatively inexpensive.